Apparatus and method for creating a marketing initiative

ABSTRACT

An apparatus and method for creating or presenting marketing initiatives in a sales manager system. A user inputs offer parameters for a new initiative. The offer parameters includes an initiative time period and an initiative description. After the parameters have been entered, customer selection criteria is associated with those parameters. The effectiveness of the new initiative is determined using stored statistics associated with past initiatives, after which, the new initiative is complete and is stored in a database.

FIELD OF THE INVENTION

This invention relates to the general field of computerized reservationsystems such as the airline reservation systems used by airline ticketagents, and more particularly, to a system and method for providingservice and product offers that are customized to a particular customer.

BACKGROUND OF THE INVENTION

A computerized reservation system (CRS) traditionally has provided acommunications network for travel agents or other persons to bookairline reservations. Other companies may interface their computersystems with a CRS in order to make information concerning theirservices available via the CRS. For example, a hotel company mayinterface its reservation system with a CRS so that when a person booksan airline reservation, he or she may also make a hotel reservationthrough the same network.

The major computerized reservation systems currently in use worldwideshare a common heritage and have common business assumptions that weretrue 20 years ago. Examples of such reservation systems are known underthe following trade names and companies: SABRE; AMADEUS; WORLDSPAN;SYSTEM ONE; APOLLO; GEMINI; GALILEO; and AXESS. Using the currentsystems, a customer chooses an itinerary, based on their desired traveldates and times, then books this itinerary.

Growth and deregulation in the travel industry, and in particular, theairline industry has resulted in a shift of traditional customershopping patterns. Over the past several years, travelers havedetermined that there is little difference in service levels betweenmajor airlines, with price being the major factor in the shoppingprocess. With the perception of roughly equal service levels, customerservice and customer relationships become far more important.

In today's computer reservations environment, the vast majority ofcustomers are treated identically. The customer requests travel space,and such space, if available is booked for the customer, along with anydestination requirements such as hotel reservations and car rentals. Themajority of preferences the customer may have must be re-stated eachtime the customer travels, and the reservations environment usually hasno knowledge of special events or offers that may be of interest to thecustomer.

Accordingly, a need exists for a system that provides service andproduct offers that are tailored either to some aspect of the customer'sjourney or tailored even to the individual customer. At the minimum,this enhances the traveler's sales experience with the vendor, an in thebest case, the customer's entire trip is enhanced by the tailored offersthat were provided at the time of sale.

SUMMARY OF THE INVENTION

A method consistent with the present invention creates a marketinginitiative in a sales manager system. In this method, a user inputsoffer parameters for a new initiative. The offer parameters includeinitiative dates and an initiative description. Customer selectioncriteria is then associated with the offer parameters. The effectivenessof the new initiative is determined using stored statistics associatedwith past initiatives, after which, the new initiative is complete andis stored in a database.

An apparatus consistent with the present invention provides for a salesmanager system including a sales manager workstation for creating amarketing initiative comprising a sales manager workstation controllerincluding means for entering offer parameters for a new initiative andmeans for associating customer selection criteria with the offerparameters, and a trend analysis unit using stored statistics associatedwith past initiatives to determine the effectiveness of the newinitiative. Thereafter, the new initiative is stored in a database.

Another apparatus consistent with the present invention provides for asales manager system comprising a sales manager workstation for creatinga marketing initiative. The sales manager workstation includes a salesmanager workstation controller including means for entering offerparameters for a new initiative and means for associating customerselection criteria with the offer parameters, a trend analysis unitusing stored statistics associated with past initiatives to determinethe effectiveness of the new initiative, and an impact analysis unit fordetermining the impact of the new initiative on other newly inputinitiatives or initiatives already existing. The sales manager systemalso includes a decision support subsystem (DSS) database connected tothe sales manager workstation for storing the new initiative, a runtimeoffers subsystem connected to the DSS database for using informationfrom a customer request to determine a most targeted initiative, and amarketing host connected to the runtime offers subsystem. The marketinghost includes means for sending customer requests to the runtime offerssubsystem.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying drawings are incorporated in and constitute a part ofthis specification and, together with the description, explain theadvantages and principles of the invention. In the drawings,

FIG. 1 is a diagram of a sales manager system consistent with oneembodiment of the present invention;

FIG. 2 is a diagram of a sales manager system consistent with anotherembodiment of the present invention;

FIG. 3 is a diagram of a runtime offers subsystem consistent with thepresent invention;

FIG. 4 is a diagram of a sales manager workstation consistent with thepresent invention;

FIG. 5 is a flow chart of a process for creating or maintaining aninitiative consistent with the present invention;

FIG. 6 is a flow chart of a process for a time-initiated load cycleconsistent with the present invention;

FIG. 7 is a diagram of a runtime offer evaluator consistent with thepresent invention; and

FIG. 8 is a flow chart of a process for evaluating initiatives againstcustomer's requests consistent with the present invention.

DETAILED DESCRIPTION

The present invention relates to an apparatus and method for creating,maintaining and applying marketing initiatives to sales and availabilityrequests. Marketing initiatives are advertisements, sales presentations,and the like that a vendor shows a customer to attempt to persuade thecustomer to use or buy the vendor's service or product. New initiativesare analyzed to determine their projected effectiveness and impact onother initiatives. Based on this analysis, the new initiatives areselectively stored in a database. These initiatives are applied to salesand availability requests from customers. The most relevant initiativesare presented to the customers.

FIG. 1 shows an example of a sales manager system 100 consistent withthe present invention. As can be seen, the sales manager system 100 hasa sales manager workstation 105 coupled to a decision support subsystem(DSS) information repository 110. This allows a user of the salesmanager workstation 105 to edit, view, retrieve, input, evaluate andperform other management functions on the data stored in the centrallylocated DSS information repository 110. In one embodiment, sales managerworkstation 105 is a web-based application that may be accessible from acustomer's own Internet/Intranet application or from a host's site. Aruntime offers subsystem 115 is communicably attached to DSS informationrepository 110 and a marketing host 120. In one embodiment of thepresent invention, the marketing host 120 is one or more of severalCRS's. DSS information repository 110 is preferably a relationaldatabase with automatic retention to avoid forcing a user to re-entersimilar data repeatedly.

Data entered via sales manager workstation 105 consists of marketinginitiatives and the trigger values that will determine application ofthe initiatives to specific requests for availability or sale of themarketing host's 120 inventory. At specific time intervals, theinitiatives within DSS information repository 110 are extracted andtransmitted to runtime offers subsystem 115. Runtime offers subsystem115 compresses the trigger values for performance reasons and stores thenew marketing initiatives in a local, performance oriented form.

Availability and sales requests for inventory within marketing host 120are communicated to runtime offers subsystem 115, which uses informationimbedded in the requests to locate the most targeted initiative. If suchan initiative is located, it is returned to marketing host 120. The mosttargeted initiative is selected based on various criteria. Examples ofsuch criteria are point of sale (POS), origin and destination (O&D),flight information, traveler loyalty membership and level, and channel.POS refers to the locations where the sale occurs. O&D refers to thestarting and ending points of the trip. Flight information refers tospecifics of the flight such as passenger information, class of ticket,etc. Traveler loyalty membership and level refers to any frequenttraveler program to which a customer might belong. Channel refers to thetype of site where the sale occurs (i.e., travel agency, Internetbooking site, corporate Intranet booking site). Runtime offers subsystem115 maintains usage and application statistics for all marketinginitiatives.

FIG. 2 shows a sales manager system 200 in one embodiment, which can bemaintained on a UNIX-based, or equivalent computer platform. A salesmanager decision support subsystem consists of a sales managerworkstation 205, a “What-if” tool 230, and data mining toolkit 225 allcommunicably attached to DSS information repository 210. DSS informationrepository 210 is also capable of receiving customer information from aplurality of centrally located information repositories 235 providingthe user with specific information about the marketing host's 220customers. Sales manager runtime offers subsystem 215 consists of aruntime offer compiler, a runtime offer information repository, and aruntime offer evaluator as explained below with reference to FIG. 3.Runtime offers subsystem 215 is communicably attached to the DSSinformation repository 210 and the marketing host 220.

Marketing initiatives are created via a user interface at sales managerworkstation 205. In the creation process, the user may invoke datamining toolkit 225 to gather information relevant to the initiative.When the initiative is complete, the user invokes “What-if” tool 230 todetermine market impact and probable effectiveness of the initiative.“What-if” tool 230 also may perform analysis against existinginitiatives. Once the user is satisfied with the initiative, it iscommitted to DSS information repository 210, where the runtime offerssubsystem 215 can access it. Incentives are generally stored in DSSinformation repository 210 under categories such as origin anddestination information, travel information, and traveler information.DSS information repository 210 also contains all active marketinginitiatives, prior marketing initiatives, usage statistics, analysisresults, and contracts in force and expired.

FIG. 3 shows an example of the architecture for runtime offers subsystem215 consistent with the present invention. At specified time intervals,runtime offer compiler 305 extracts new and updated marketinginitiatives from DSS information repository 210. Marketing initiativesare formatted and transferred to the runtime offer informationrepository 310. Marketing initiative trigger values are used to create‘key-paths’, which are then also transmitted to runtime offerinformation repository 310. Key-paths are data structures that are acollection of the possible combinations of trigger values. Runtime offerinformation repository 310 is a relational database similar in structureto the DSS information repository 210. Generally, runtime offerinformation repository 310 contains all currently active marketinginitiatives, a key-path index, and usage statistics. The key-path indexis used to access the repository.

Runtime offer evaluator 315 receives sale and availability requests frommarketing host 220. Key values are extracted from these requests andconverted to the ‘key-path’ format, matching the marketing initiative‘key-paths’ created by the runtime offer compiler 305. Key values arethe relevant information from requests that might trigger initiatives.The key-paths are then matched against those in runtime offerinformation repository 310. This is an iterative process, with runtimeoffer evaluator 315 attempting all possible combinations (including andexcluding the entire range of trigger values present in thehost-generated message) to generate key-paths.

Sales Manager Workstation

FIG. 4 shows the components that comprise sales manager workstation 205according to one embodiment of the present invention. Sales managerworkstation 205 is composed of a trend analysis unit 405, a reportingunit 410, a statistics unit 415, an impact analysis unit 420, a campaigndisplay unit 425, and a contract maintenance unit 430. These units arecommunicably attached to the sales manager workstation controller 435.Additionally, sales manager workstation controller 435 is communicablyattached to DSS information repository 440. Sales manager workstationcontroller 435 coordinates the processing of the different units. A userof sales manager workstation 205 may utilize any or all of these units,the functions of which are described below, in order to create ormaintain a marketing initiative.

Trend analysis unit 405 utilizes aggregated statistics from pastinitiatives to determine previous marketing trends and to forecast theeffectiveness of planned, but not yet implemented initiatives.Generally, aggregated statistics used in the forecasting process includemessage hit rates both by composite key-paths and individual keyelements within the key-paths. This provides the ability to deduce themost effective individual keys as well as the most effective keycombinations. Additionally, transactions which did not match currentkey-path criteria and returned to the marketing host without attachedmarketing messages are analyzed to determine if there exists significantlost opportunity that might be capitalized upon for future marketingcampaigns. This analysis also utilizes information in the inboundtransaction from the marketing host to determine what individual andcomposite keys might be effectively utilized in such future efforts.Reporting unit 410 provides a series of pre-formatted reports based uponmarketing initiative activity, initiative creation, initiative demise,and initiative viewership. Additionally, dynamic, or ad-hoc reporting isperformed using this module. Statistics unit 415 provides usagestatistics for current and past initiatives, ratios of hit-to-miss forany or all initiatives, and provides graphing features to visually aidthe trend analysis unit 405. Impact analysis unit 420 provides a visualmeans of determining the interaction and collision of marketinginitiatives. Initiatives either newly input or existing on DSSinformation repository 440 are compared to provide information on whichwill be selected in any given host request. Campaign display unit 425provides all pertinent information about a marketing initiative,including information related to initiative billing, initiative usage,and initiative vendor (or owner). Contract maintenance unit 430 allowsthe user to create a new initiative, including contractual obligationsof the initiative vendor (or owner) in such a manner that a contract canbe generated at or before initiative activation. By using these units insome combination, a user of the sales manager workstation 205 is able toeffectively create and maintain initiatives that are more likely to berelevant to a given customer's needs.

FIG. 5 shows a flowchart for creating or maintaining a marketinginitiative in the sales manager system using the sales managerworkstation. First, a user must sign into sales manager workstation 205(step 505). The user signs in using well-known methods of logging intosystems. In one embodiment, all users will not necessarily be allowed toaccess all workstation functions. It is possible to only allow someusers access to functions that are relevant to that user. Alternatively,any user with a valid ID and password will have access rights to allfunctions. After signing in, the user prepares offer parameters (step510). These parameters consist of initiative effective and expirationdates and the description of the initiative. Next, the user executes aroutine to perform offer and navigation path assignment (step 515). Thisstep involves the application of traveler, origin and destination, andtravel parameters in order to ensure accurate initiative targeting.Specifically, certain parameters are associated with a new initiative,so that when a customer makes a request that includes these parameters,the initiative is retrieved.

Next, a routine is performed to analyze for collisions in existingoffers (step 520). This step locates any messages in DSS informationrepository 210 that share key-path characteristics that would result inan initiative collision. These collisions are displayed for the user toassist in validating the initiative. In this manner, a user could decidewhether or not to implement an initiative that is similar to an alreadyexisting one (i.e. targets the same or similar audience). It is usefulto check for collisions because a user might not want to have multipleinitiatives that are too similar. It is also possible that the useractually would prefer to have similar initiatives. After collisionanalysis has been performed, the market impact of the new offer isestimated (step 525). This step utilizes the statistics unit 415, thetrend analysis unit 405, and the impact analysis unit 420 to accomplishthis task. Specifically, these units are used to aid the user indetermining the effectiveness and impact of a given initiative. Once themarket impact has been estimated, the offer must be validated againstcontract (step 530). This step examines the marketing initiative andvalidates it against the contents of the related contracts. Toaccomplish this, contract maintenance unit 430 is invoked to gatherpertinent contractual details. Any modifications that result from thisstep are applied in the next step, apply any necessary offermodifications (step 535). In other words, if a specific vendor has acontractual obligation to only target a certain type of customer, thenthe aforementioned step will change the initiative (if necessary), sothat it does not contradict that obligation.

At this point, the initiative is complete. The user must then determinethe immediacy of offer application (step 540). In this step, the usermerely decides whether or not an offer needs to be put in to effectimmediately. Once the user has made this decision, then the offer can becommitted to the database dependent on the immediacy (step 545). If theinitiative must be instantly loaded to runtime offer informationrepository 310, then the user must activate runtime offer compiler 305for the message, forcing an immediate transmission to runtime offerinformation repository 310. If the initiative does not have to beimmediately loaded, then it is committed to DSS information repository210, to be applied to the runtime offer information repository 310 inthe next time-initiated load cycle.

FIG. 6 shows a flowchart that describes the time-initiated load cycle.This time-initiated load cycle preferably occurs at least nightly. Thefirst step in the cycle is to capture daily usage statistics (step 605).This step captures, then resets, the usage counts for each activemarketing initiative. These are transmitted to statistics unit 415. Oncecomplete, the entire runtime offer information repository 310 iscaptured (step 610). This database copy is retained for emergencies.

At this point, database preparation begins with several steps forcollecting information. First, the offers that are expiring arecollected (step 615). The result of this step is an initiative purgelist. These are initiatives that need to be deleted from the databasebecause they are no longer effective. Next, offer updates are collected(step 620). The result of this step is an initiative updates list.Finally, the new offers are collected (step 625), so that an additionslist can be generated.

Once the purge, updates, and additions list have been created, the listsare processed through runtime offer compiler 305 in order to createcompiled initiatives to be applied to the new copy of runtime offerinformation repository 310 (step 630). The compiled initiatives arecreated in a manner consistent with normal runtime offer compilerprocessing. After the initiatives have been compiled, they are appliedagainst runtime offer information repository (step 635). When complete,the new runtime offer information repository 310 will exist. The newdatabase is then activated (step 640), so that all initiatives will beavailable to marketing host 220.

Runtime Offers Subsystem

FIG. 7 details the runtime offer evaluator of the runtime offerssubsystem. Runtime offer evaluator 315 is comprised of offer evaluationand selection process 715, data translation services 710, runtime offerevaluator controller 705, and offer usage tracking 720. Runtime offerevaluator controller 705 controls the various modules of the runtimeoffer evaluator 315 and is communicably attached to runtime offerinformation repository 310, offer evaluation and selection process 715,data translation services 710, and offer usage tracking 720.Additionally, data translation services 710 is communicably attached tomarket host 220. Alternatively, runtime offer information repository 310can be considered part of runtime offer evaluator 315.

Runtime offer information repository 310 is populated by runtime offercompiler 305 in the manner described with reference to FIG. 3. Marketinghost 220 transmits sale and availability requests to runtime offerssubsystem 315 that are received by data translation services 710. There,the inbound requests are translated into their suitable internalformats. Data translation services 710 then transmits the newlyformatted data to the runtime offer evaluator controller 705. Theruntime offer evaluator controller 705 utilizes offer evaluation andselection 715 and runtime offer information repository 310 to select themost accurate marketing initiative. Once selected, offer usage tracking720 is activated to update initiative statistics. Generally, offer usagetracking 720 is used to track customer responses to requests and usethis information to hone future marketing initiatives. Runtime offerevaluator controller 705 then re-activates data translation services 710to respond with the selected marketing initiative to marketing host 220.

FIG. 8 shows a flowchart detailing the process of evaluating offersagainst the marketing host's availability and sale requests. Whenmarketing host 220 transmits a request to the Sales Manager, the inboundrequest is decomposed (step 805). Data translation services 710 performsthe decomposition. In this step, the inbound message is parsed and keyvalues extracted. The key values include the different customerselection criteria that are relevant to initiatives such as frequenttraveler data, point of sale data, channel data, flight information,origin and destination, etc. More specifically, the following is apartial list of possible criteria: frequent traveler ID; distributionchannel; CRS ID; travel agency ID; point of sale (POS) country code; POScity code; POS currency code; agency pseudo-city code; travel origin;travel destination; travel flight or conveyance identification; travelclass of service; travel flight or conveyance embarkation point; travelflight or conveyance disembarkation point; and size of traveling party.Once the key values have been extracted from the request, datatranslation services 710 creates keys structures with them (step 810).In this step, the key values are formatted into internal datarepresentations of the original values. Data translation services 710sends the new key structures to runtime offer evaluator controller 705along with the data size of these key structures.

Runtime offer evaluator controller 705 passes the key structures to theoffer evaluation and selection process 715, where they are compressed toprepare for the matching process (step 815). In one embodiment, thecompression occurs by first de-normalizing the key structures bycombining the different information of the key structures into allpossible combinations of data. The result of this de-normalization is aseries of key-paths. These key-paths are then compressed by removingempty fields, and a mask is created indicating what fields remain in thekey-path. The key-paths are to be matched against runtime offerinformation repository 310.

After the key-paths have been successfully compressed, the offerevaluation and selection process 715 performs the actual search forinitiatives that are relevant to the request (step 820). In this step,the key-paths are included and excluded to form key-path combinations.Runtime offer information repository 310 is searched using the key-pathsand key masks. With each iteration, any wholly or partially matchinginitiatives are saved, so that they can be used later to help determinewhich initiative(s) is the most relevant. The resulting matches arescored, and the most targeted messages are selected (step 825). Thisstep evaluates selected initiatives based upon the number of key-pathmatches and the relative weight of each matched key value. Thisevaluation results in an initiative score value for each selectedinitiative.

After initiatives have been selected, runtime offer evaluator controller705 utilizes offer update tracking 720 to update message usagestatistics (step 830). This step updates initiative usage counters andis helpful to future initiative creation. Also, a log of inbound requestparameters and the corresponding selected initiatives is created tosimilarly aid in the future. These statistics are essential to futuretrend prediction and impact analysis. Usage statistics are maintained inruntime offer information repository 310 and can be used to populate asimilar section of DSS information repository 210. When the update ofthe usage counters is complete, the selected message(s) is integratedinto a response to marketing host (step 835). This step applies theselected initiative to the key-path combination in the request thatprompted the selection. Finally, the request from marketing host 220 isreconstructed with the initiative included and the response returned tomarketing host 220 in a results array (step 840). This reconstruction isperformed by data translation services 710 and includes steps to convertthe results array into a format that can be used by marketing host 220.In this manner, relevant marketing initiatives can be presented to acustomer as travel decisions are actually being made.

While the present invention has been described in connection with apreferred embodiment, many modifications will be readily apparent tothose skilled in the art, and this application is intended to cover anyadaptations or variations thereof. For example, the system and methodabove may be applied to other types of customer service industries suchas retail sales and real estate, and other types of travel industriessuch as bus lines, cruise lines and the like without departing from thescope of the invention. This invention should be limited only by theclaims and equivalents thereof.

1. A method for creating at marketing initiative comprising the steps,performed by a processor, of: inputting offer parameters for a newinitiative, including an initiative time period and an initiativedescription; associating customer selection criteria with the offerparameters; determining a likelihood that the new initiative will beeffective prior to use of the new initiative using stored statisticsreflecting hit rates based on characteristics of other past initiatives,where the hit rates indicate the number of times an initiative wasselected as being relevant to a customer request; providing a resultindicating the effectiveness of the new initiative; and storing the newinitiative in a database based on the result, wherein said determiningstep comprises: receiving, at a runtime offers subsystem, a salesrequest from a marketing host; extracting key values from said salesrequest, said key values including customer selection criteria; creatingkey structures using said key values; compressing said key structuresinto a series of key-paths; and searching said database using thekey-paths to determine an initiative that is most relevant to the salesrequest.
 2. The method of claim 1, wherein said inputting step comprisesinputting an initiative time period that includes an effective date andan expiration date.
 3. The method of claim 1, wherein said database isat least one of a decision support subsystem (DSS) database and aruntime offer database.
 4. The method of claim 3, further comprising thesteps of: determining whether the new initiative is to be put intoeffect immediately; storing the new initiative in the runtime offerdatabase based on the determination that the new initiative is to be putinto effect immediately; and storing the new initiative in the DSSdatabase based on the determination that the new initiative is not to beput into affect immediately.
 5. The method of claim 4, furthercomprising the step of: applying data from the DSS database to theruntime offer database periodically in a time-initiated load cycle. 6.The method of claim 1, further comprising: determining an impact of thenew initiative on other initiatives stored in the database.
 7. Themethod of claim 1, further comprising: sending the most relevantinitiative to the marketing host; presenting the most relevantinitiative to a customer; and tracking initiatives that are presented tocustomers to assist in market analysis.
 8. A sales manager systemincluding a sales manager workstation for creating a marketinginitiative comprising: a sales manager workstation controller includingmeans for entering offer parameters for a new initiative and means forassociating customer selection criteria with the offer parameters; atrend analysis unit using stored statistics reflecting hit rates basedon characteristics of other past initiatives to determine a likelihoodthat the new initiative will be effective prior to use of the newinitiative, where the hit rates indicate the number of times aninitiative was selected as being relevant to a customer request, whereina result is provided indicating the effectiveness of the new initiative;a decision support subsystem (DSS) database, wherein the new initiativeis stored in a database based on the result; a runtime offer database;and a runtime offers subsystem, said runtime offers subsystem including:a runtime offer compiler connected to the DSS database, said runtimeoffer compiler including means for extracting new and updatedinitiatives from the DSS database and means for transferring said newand updated initiatives to the runtime offer database, wherein saidruntime offer database is part of the runtime offers subsystem; and aruntime offer evaluator connected to the runtime offer database, saidruntime offer evaluator including means for extracting key values from asales request received from a marketing host, means for creating keystructures using said key values, means for compressing said keystructures into a series of key-paths, and means for searching saidruntime offer database using the key-paths to determine an initiativethat is most relevant to the sales request.
 9. The sales manager systemof claim 8, further comprising: an impact analysis unit for determiningan impact of the new initiative on other initiatives stored in thedatabase.
 10. The sales manager system of claim 8, further comprising:means for determining whether the new initiative needs to be put intoeffect immediately; means for storing the new initiative in the runtimeoffer database based on the determination that the new initiative is tobe put into effect immediately; and means for storing the new initiativein the DSS database based on the determination that the new initiativeis not to be put into effect immediately.
 11. The sales manager systemof claim 10, wherein data from the DSS database is applied to theruntime offer database periodically in a time-initiated load cycle. 12.The sales manager of claim 8, wherein said runtime offer evaluatorfurther comprises: means for sending the most relevant initiative to themarketing host; and means for tracking initiatives that are presented tocustomers to assist in market analysis.
 13. A sales manager systemcomprising: a sales manager workstation for creating a marketinginitiative, said sales manager workstation including a sales managerworkstation controller including means for entering offer parameters fora new initiative and means for associating customer selection criteriawith the offer parameters, a trend analysis unit using stored statisticsreflecting hit rates based on characteristics of other past initiativesto determine a likelihood that the new initiative will be effectiveprior to use of the new initiative, where the hit rates indicate thenumber of times an initiative was selected as being relevant to acustomer request, and an impact analysis unit for determining an impactof the new initiative on other initiatives stored in a database; adecision support subsystem (DSS) database connected to the sales managerfor storing the new initiative; a runtime offers subsystem connected tothe DSS database for using information from a customer request todetermine a most targeted initiative; and a marketing host connected tothe runtime offers subsystem, said marketing host including means forsending customer requests to the runtime offers subsystem, wherein saidruntime offers subsystem comprises: a runtime offer compiler connectedto the DSS database, said runtime offer compiler including means forextracting new and updated initiatives from the DSS database and meansfor transferring said new and updated initiatives to the runtime offerdatabase, wherein said runtime offer database is part of the runtimeoffers subsystem; and a runtime offer evaluator connected to the runtimeoffer database, said runtime offer evaluator including means forextracting key values from a sales request received from a marketinghost, means for creating key structures using said key values, means forcompressing said key structures into a series of key-paths, and meansfor searching said runtime offer database using the key-paths todetermine an initiative that is most relevant to the sales request. 14.The sales manager of claim 13, wherein said runtime offer evaluatorfurther comprises: means for sending the most relevant initiative to themarketing host; and means for tracking initiatives that are presented tocustomers to assist in market analysis.
 15. A sales manager systemincluding a sales manager workstation for creating a marketinginitiative comprising: a sales manager workstation controller includingmeans for entering offer parameters for a new initiative; a trendanalysis unit using stored statistics associated with past initiativesto determine a likelihood that the new initiative will be effective,wherein a result is provided indicating the effectiveness of the newinitiative; a database in communication with said trend analysis unit,wherein the database is at least one of a decision support subsystem(DSS) database and a runtime offer database, and wherein the newinitiative is stored in the database based on the result; and a runtimeoffers subsystem, said runtime offers subsystem comprising: a runtimeoffer compiler connected to the DSS database, said runtime offercompiler including means for extracting new and updated initiatives fromthe DSS database and means for transferring said new and updatedinitiatives to the runtime offer database, wherein said runtime offerdatabase is part of the runtime offers subsystem; and a runtime offerevaluator connected to the runtime offer database, said runtime offerevaluator including means for extracting key values from a sales requestreceived from a marketing host, means for creating key structures usingsaid key values, means for compressing said key structures into a seriesof key-paths, and means for searching said runtime offer database usingthe key-paths to determine an initiative that is most relevant to thesales request.
 16. A method for creating a marketing initiativecomprising: receiving offer parameters for a new initiative; determininga likelihood that the new initiative will be effective using storedstatistics associated with past initiatives, wherein a result isprovided indicating the effectiveness of the new initiative; providing adatabase that is at least one of a decision support subsystem (DSS)database and a runtime offer database; storing the new initiative in thedatabase based on the result; extracting new and updated initiativesfrom the DSS database; transferring the new and updated initiatives tothe runtime offer database; extracting key values from a sales requestreceived from a marketing host; creating key structures using the keyvalues; compressing the key structures into a series of key-paths; andsearching the runtime offer database using the key-paths to determine aninitiative that is most relevant to the sales request.